Home Depot ranks first in the ranking for “Most Culturally Inclusive” Marketing.
The Inclusive Multicultural Marketing Alliance has published its second Culturally Inclusive Brand Award after developing the methodology last year. Retail companies are given a score based on how “culturally relevant” their advertising is by counting positive reflections of culture, role models, celebration, pride and values.
According to AIMM, cross-cultural empathy increases purchase intent by 69% for top brands. Home Depot was followed by skin care company Dove and nonprofit Ad Council. Last year, Home Depot ranked second behind Gatorade.
This ranking comes from research by AIMM. Two years ago, he found that 63% of those surveyed reported seeing stereotypes in advertising, and 31% believed brands accurately represented their culture. The following year, after AIMM established its rankings, 55% of consumers surveyed recognized the stereotype and 38% reported that the brand's portrayal was culturally accurate.
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Despite these efforts, diversity, equity, and inclusion efforts are becoming less popular. According to data cited by CNBC from job site Indeed, DEI-related jobs will decline by 44% in 2023, with a 23% decline from the previous year.
Meanwhile, Home Depot is facing a civil lawsuit from “Fast and Furious” actor Tyrese Gibson, who claims he was racially profiled at one of its stores.
